The psychology of supermarket discounts

The consumer watchdog has accused Coles and Woolworths of unlawfully misleading customers through “discount pricing claims”. The latest Roy Morgan trust data tells us that Coles and Woolies are some of Australian shoppers’ least trusted brands. Yet so many of us can't help but gravitate towards their “special buys”. So, what keeps drawing us in? Consumers are drawn to reduced prices in a cost-of-living crisis, but psychological factors can also significantly influence our purchasing behaviours. In today’s deep dive, we’ll explore the science behind supermarket discounts, and how consumer behaviour influences retailers’ tactics. 

Hosts: Emma Gillespie and Zara Seidler
Producer: Orla Maher
Thanks to: Dr Gavin Northey from Griffith University, and Melbourne University Associate Professor, Anish Nagpal.

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